Conversion Rate Optimization Services
Having a website that converts visitors into leads or sales is the single most important, and most difficult, element of online marketing. Improving your website conversion rates allows you to justify greater investments in organic Search Engine Optimization (SEO), Pay-Per-Click (PPC), and other mechanisms for driving website traffic. Think about it. If your website converts twice as well as your nearest competitor, you can afford to spend twice as much per click as your competitor and still receive the same ROI. You don’t necessarily need to spend twice as much, but that’s a different story.
Conversion rate optimization is both art and science. It is art because it requires a solid understanding of the intended audience, the creation and promotion of compelling offers, and expertise in user-experience and web page layout concepts to maximize the number of visitors that will convert. It is science because it takes patience, careful measurement, and a willingness to try a number of variations to see which combination brings the best results.
Two things influence conversion: TRUST and VALUE.
Trust refers to the perception your visitors have when they come to your site. Your website is the front door of your office or store. It needs to look professional and inviting. Your company should appear eager to serve, but not overbearing. Your website visitor should not feel like you are following them around, tapping them on the shoulder constantly, asking them if they’re ready to make a purchase.
Does your company have a good privacy policy? Do you protect the information your prospects share with you with the same diligence you would want your own information protected? Will you respect a request from someone who doesn’t want to hear from you further? Do you state this policy plainly?
Value refers to something offered. You have to give in order to get. Your visitor may want to learn more about your company or your offer before committing to further dialogue. Perhaps you can offer them something for free in exchange for some contact information, like a downloadable brochure, white paper, online presentation or demo.
Offer your website visitors something of real value in exchange for their contact information. When they engage, don’t violate their trust. Communicate with them only as much as you’ve both agreed. And finally, keep things as simple as possible. For example, don’t require more information than you need at any stage of the process. Indicate clearly which information is required and which is optional.
Conversion rate optimization is especially critical for companies engaging in PPC advertising. But don’t forget that even companies engaging in PPC still draw the bulk of their traffic by other means. That’s why conversion rate optimization often begins with PPC landing pages but should be extended across the entire site once a successful pattern has been established.
While Market Vantage is not a website design firm per se, we are skilled at writing landing page copy and mocking up website designs that, based on our experience, improve website conversion rates.
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Please contact us in confidence by calling +1-978-482-0130 or complete the form to the right.
Conversion Optimization Services Information Request Form